Four Steps For Optimizing Customer Service Operations

This post originally appeared on destinationCRM.

 

Customers want efficient, effortless service from the touchpoint and communication channel of their choice. They want to receive accurate, relevant, and complete answers to their questions upon first contact with a company. Forrester data backs this up: Sixty-six percent of customers agree that valuing their time is the most important thing a company can do to provide good service. Forty-five percent of US online adults will abandon their online purchase if they can’t find a quick answer to their question.

Why is it so important to deliver on customer expectations?  Customer satisfaction correlates to customer loyalty, and loyalty has economic benefits. Forrester calculates that a 10-percentage-point improvement in a company’s customer experience score can translate into more than $1 billion in revenue. Conversely, poor customer experiences are costly: Our data shows that 75% of consumers move to another channel when online service fails, which can incur a cost of many millions of dollars.

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Sometimes, The Elephant In The Room Is Meant To Be There!

After we packed up the kids and drove three hours to Disney World in Orlando, I sat up until almost 2 o'clock this morning reading the media coverage about Disney's soon-to-be-launched Next Generation Experience. While the blogosphere has been muttering about this reported billion-dollar initiative for a few years, the story took off early this year when the NY Times announced its impending launch. Unfortunately, most of the media coverage centered on the proverbial elephant in the room -- privacy. Congressman Ed Markey exemplified the kneejerk reaction, demanding Disney CEO Bob Iger answer questions that were already addressed in the company's FAQs. If we were in Ireland or England, I'd say that Congressman Markey was taking the mickey!
 
 
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